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How do you earn trust with modern B2B buyers who actively avoid sales interactions?
Learn why buyers do their own research instead of talking to sales—and how missing information creates distrust. Join our free live webinar to learn more: https://founder-trust-webinar.scoreapp.com
If you have noticed buyers avoiding sales conversations, doing their own research, or questioning everything you say, you are not imagining it. Buyer skepticism is at an all-time high, driven by misinformation, past experiences, and a growing lack of trust in business leaders. This conversation dives into the mindset shifts and practical strategies B2B leaders need to reduce uncertainty, overcome epistemic vigilance, and earn trust before a buyer ever speaks to sales.
📘 Recommended Resources
Lead with Trust: https://www.trustleader.co/lead-with-trust-book
Berg, Dickhaut & McCabe (1995) — the original Trust Game experiment.
Epistemic Vigilance research
⏰Episode Timestamps:
00:00 The Importance of Transparency in Trust Building
09:21 Understanding Complete Transparency
11:51 The Role of Epistemic Vigilance
14:00 Building Foundational Trust
18:21 Practical Steps for Transparency
🧠 What You’ll Learn in This Episode
- Why trust cannot be built long-term without complete transparency
- How epistemic vigilance shapes modern buyer behavior
- What information buyers need to make independent, confident decisions
- How transparency signals competence, reliability, and integrity
- What practical transparency looks like in real B2B organizations
👤 About the Host
Hannah Eisenberg is the founder of TrustLeader and creator of the TrustLeader Framework. With 25+ years of B2B marketing and sales experience, including a decade at SAP Global Marketing and 10+ years as a HubSpot partner, she helps leaders worldwide achieve market leadership by making trust their most significant competitive advantage.
🔗 Connect With Me
LinkedIn:https://www.linkedin.com/in/hannaheisenberg/
🎧 Listen to the Podcast
YouTube: https://www.youtube.com/@trustleader-lead-with-trust
Apple Podcasts: https://podcasts.apple.com/dk/podcast/lead-with-trust/id1732848496?l=da
Spotify: https://open.spotify.com/show/2LYVbwkrkTuJKh3mHGNLBH
Captivate.fm: https://feeds.captivate.fm/leadwithtrustpodcast/
View all episodes
By Hannah EisenbergLearn why buyers do their own research instead of talking to sales—and how missing information creates distrust. Join our free live webinar to learn more: https://founder-trust-webinar.scoreapp.com
If you have noticed buyers avoiding sales conversations, doing their own research, or questioning everything you say, you are not imagining it. Buyer skepticism is at an all-time high, driven by misinformation, past experiences, and a growing lack of trust in business leaders. This conversation dives into the mindset shifts and practical strategies B2B leaders need to reduce uncertainty, overcome epistemic vigilance, and earn trust before a buyer ever speaks to sales.
📘 Recommended Resources
Lead with Trust: https://www.trustleader.co/lead-with-trust-book
Berg, Dickhaut & McCabe (1995) — the original Trust Game experiment.
Epistemic Vigilance research
⏰Episode Timestamps:
00:00 The Importance of Transparency in Trust Building
09:21 Understanding Complete Transparency
11:51 The Role of Epistemic Vigilance
14:00 Building Foundational Trust
18:21 Practical Steps for Transparency
🧠 What You’ll Learn in This Episode
- Why trust cannot be built long-term without complete transparency
- How epistemic vigilance shapes modern buyer behavior
- What information buyers need to make independent, confident decisions
- How transparency signals competence, reliability, and integrity
- What practical transparency looks like in real B2B organizations
👤 About the Host
Hannah Eisenberg is the founder of TrustLeader and creator of the TrustLeader Framework. With 25+ years of B2B marketing and sales experience, including a decade at SAP Global Marketing and 10+ years as a HubSpot partner, she helps leaders worldwide achieve market leadership by making trust their most significant competitive advantage.
🔗 Connect With Me
LinkedIn:https://www.linkedin.com/in/hannaheisenberg/
🎧 Listen to the Podcast
YouTube: https://www.youtube.com/@trustleader-lead-with-trust
Apple Podcasts: https://podcasts.apple.com/dk/podcast/lead-with-trust/id1732848496?l=da
Spotify: https://open.spotify.com/show/2LYVbwkrkTuJKh3mHGNLBH
Captivate.fm: https://feeds.captivate.fm/leadwithtrustpodcast/